Home tourism ought to consider “totally different market perceptions” – examine

A study conducted by an expert at the Macau University of Science and Technology (MUST) argues that local domestic tour programs should accommodate different market perceptions and risk concerns of specific groups.

A team of international researchers, led by MUST’s Elizabeth Agyeiwaah, examined the relationship between the perceived effects of COVID-19, risk perceptions, emotions and travel intentions using a sample of 412 respondents, including students and workers from three higher education institutions in Macau. which, according to the four authors, “form a segment of the domestic tourism market in Macau”.

The results, published this week in the scientific journal Tourism Recreation Research, show that “a high perceived risk of travel during COVID-19 increased negative emotions and decreased travel intentions”.

“The study theoretically shows that the attitudes of students and workers to the current pandemic situation are based on their perception of the travel risk associated with the pandemic triggered by the disease risk,” the article says.

However, the team also noted that “most students and staff at these Macau institutions do not feel vulnerable to the virus because of the strict health and policy measures.”

For this reason, the paper argues that “Hospitality and tourism recovery strategies should focus on specific domestic market segments by understanding their cognitive perceptions of the current situation, their emotional state and possible responses to future travel.”

Elizabeth Agyeiwaah is an Assistant Professor in the Faculty of Hotel and Tourism Management

“In line with this idea,” the research team considers that the Macau government launched a local tour initiative last June called Macau Ready Go! Local tours. This tour enables each permanent and non-permanent resident to enjoy subsidized MOP280 per tour attendance and is eligible for a maximum subsidy of MOP560 provided by this initiative. “However, these packages do not offer specific needs for certain segments such as students or university employees, but bring all residents together on tour.”

“To sustain this domestic initiative long term, different market perceptions and risk concerns need to be understood. The higher education population diversity in Macau represents an important segment that offers both national and international perspectives whose risk concerns need to be understood. “

The researchers also emphasize that “tough government measures” protect “internal customers within the city, but” cripple “travel outside the city.” “Promoting domestic travel becomes a practical way to roll back tourism, but would require understanding the perceptions and risk concerns of certain market segments” once “students and workers currently do not intend to travel outside of Macau due to the perceived and negative travel risk. ” Emotions Towards Movement During COVID-19. “

The three higher education institutions the study referred to last May were the Macau University of Science and Technology, the University of Macau, and the Macau Institute for Tourism Studies. They were selected for this study because they are the most international institutions in Macau with diverse student and worker populations. “” In this regard, the student and working population of these three institutions is considered to be a diverse population reminiscent of Macau’s domestic tourism market. The results will provide useful insights to help restore travel destinations after COVID-19. “Explain Agyeiwaah (MUST), Issahaku (Ghana), Dayour (Ghana / South Africa), and Baiden (Hong Kong Polytechnic University).

(Perceived Effects of COVID-19 on Risk Perception, Emotions, and Travel Intentions: Evidence from Higher Education Institutions in Macau, 2021, Agyeiwaah Elizabeth, Issahaku Adam, Frederick Dayour, and Frank Badu Baiden, Tourism Recreation Research, DOI: 10.1080 / 02508281.2021.1872263)